Holly Willoughby's fans were forced to do a double take at the weekend as she posted a throwback picture with her dad, Brian.
The This Morning presenter, 39, honoured her 'pops this Father's Day with a sweet tribute, writing: "Happy Father's Day... love you Daddy."
But all her followers could see when they looked at the picture was X Factor judge, Simon Cowell, causing hilarity to ensue in the comments.
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"Surely that's Simon Cowell in fake tache and wig?,"one follower joked.
While another added a laughing emoji, and penned: "1980's simon cowell".
"Oh Simon Cowell is your dad?," a third wrote.
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The comments didn't stop at Simon, either.
One follower likened him to crime drama heart-throb Magnum P.I. while another compared him to Tom Selleck (aka, Richard from Friends).
We bet Brian was having a chuckle at all of these!
Holly wasn't the only celeb to share a sweet Father's Day tribute on her page.
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Celebs including Mrs Hinch, Dani Dyer, Jacqueline Jossa and Stacey Solomon also took to the web to honour the occasion.
I'm A Celebrity winner Jacqueline, 27, shared a tribute to her hubby, Dan Osborne, 28, posting a picture of a colourful sign that read "Happy Daddy's Day", and gifting him football shirts with his family's names on.
Meanwhile, Love Island star Dani Dyer took the opportunity to thank her famous dad, Danny Dyer, sharing a sweet selection of throwback images of the EastEnders actor when he was younger.
In the caption, she wrote: "Happy Father's Day to my @officialdannydyer hope you have a special day as special as you, so lucky to have someone as amazing as you in my life.
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"One of the funniest people and so happy that we can make work so easy when it's together. Love you xxx".
Awww, so much Father's Day love in the air.
Featured Image Credit: Instagram/ Holly WilloughbyTopics: Holly Willoughby, Celebrity News